An Exploration on The use of Canvas’s Business Model to Create Value in a Food Sector

Kamel Ben Youssef (), Giuseppe Giaccardi () and Michela Pellicelli ()
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Kamel Ben Youssef: Université Paris Ouest Nanterre La Défense
Giuseppe Giaccardi: Giaccardi & Associati
Michela Pellicelli: University of Pavia

International Conference on Marketing and Business Development Journal, 2016, vol. 2, issue 1, 180-193

Abstract: The Business Model Canvas has been applied in different sector (industrial, services, newspaper industry), while little has been written about the application in the food sector. This study outlines the increasing challenges of business model innovation in the food sector. It analyzes the impact on innovation in the food sector and the implications for the modeling business and the innovation process. The empirical research analyses twenty case studies in the food industry, in Emilia Romagna Italian Region. The findings show that the Business Model Canvas in the food sector needs to be linked to the innovation process and especially with adding the human capital key. In this context, for customer, the product is perceived as unique and authentic; it’s required to reduce the number of intermediaries; the technology reinforce the DNA of brand and finally, the management point out conflict and complexity of change.

Keywords: Business Model Innovation; Canvas Business Model; Customer value; Entrepreneurship; Food sector; Knowledge; Micro entrepreneurs; Process. (search for similar items in EconPapers)
JEL-codes: M13 M15 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:2:y:2016:i:1:p:180-193

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